| Rural Revitalization and agricultural modernization attach great importance to new agricultural business entities,and clearly require farmers’ cooperatives(hereinafter referred to as “cooperatives”)to play an organizational and leading role in them.With the all-round popularization of 5G,intelligent manufacturing,big data and other new generation information technologies to rural areas,agricultural and rural digital transformation has become an important starting point for rural development.The application of e-commerce platform to promote agricultural products and agricultural inputs “out of the village and into the city” has become an important way for cooperatives to implement digital transformation and transformation,and even the main way for cooperatives to apply digital scenes.The adoption of e-commerce by cooperatives is not only a trend under the explosive growth of the digital economy,but also a new choice to improve the organizational performance of cooperatives.As the academic circles have generally discussed,at present,the number of cooperatives registered across the country is huge,but the problems such as anomie of development quality,inconsistency between name and reality,capture of elites and so on are prominent,and the service function of cooperatives is limited.Some scholars pointed out that due to the multiple practical constraints such as the heterogeneity of members objectively,Although the organizational performance of cooperatives is low,it is reasonable and has reached a phased equilibrium.We hope to inject new external driving forces to break the current equilibrium and improve the performance level of cooperatives.The adoption of e-commerce as an exogenous technological impact,in-depth integration with agriculture,promotes the fundamental transformation of the supply chain of agricultural products,forces cooperatives to carry out institutional reform,adapt to supply chain innovation,and make all-round adjustments in production organization mode,resource allocation mode and value distribution form,so as to innovate the cooperative relationship among members and realize the high-quality development of cooperatives.Therefore,what is the internal relationship between the supply chain reform after the adoption of e-commerce by cooperatives and the performance of cooperatives? How to better promote the adoption of e-commerce by cooperatives? The study of these problems will help to provide useful reference for cooperative e-commerce to help agriculture and prosper agriculture,and enrich the theoretical research on cooperative digital transformation and performance improvement.This paper takes the supply chain reform as the starting point,combs and summarizes the existing research results,and comprehensively uses the research methods of theoretical deduction,empirical research and case study to deeply explore the impact effect of e-commerce adoption of cooperatives.Firstly,applying economic theory and management theory,this paper constructs a theoretical analysis framework of organization management,division of labor logic and the evolution of industrial chain value status after cooperatives adopt e-commerce.Secondly,it analyzes and summarizes the current situation,characteristics and existing problems of e-commerce adopted by cooperatives in China,so as to provide a basic basis for establishing models and putting forward countermeasures and suggestions.Thirdly,using the survey data of 300 cooperatives in 24 townships and towns in 6 cities of Anhui Province,this paper empirically investigates the influencing factors of cooperative adoption of e-commerce,and discusses the impact of e-commerce adoption on cooperative performance,including business performance,income performance and governance performance.Through the comparative analysis of two typical cooperative cases investigated in Anhui Province,Deeply reveal the mechanism of e-commerce adoption of cooperatives.Finally,based on the above research conclusions,the corresponding policy suggestions are put forward.The research content of this paper mainly involves the following eight aspects:First,introduce the background of the research,in order to clarify the research purpose and significance of the topic,introduce the basic ideas,research methods,data materials and possible innovation of the research,and define the concept connotation related to the research topic.Second,sort out the existing relevant theories and research literature.On the one hand,it analyzes and draws lessons from the relevant theories,introduces the existing theoretical viewpoints and puts forward the corresponding theoretical enlightenment with the technology adoption theory,organizational governance theory,value-added theory and resource dependence theory as the core.On the other hand,it reviews and summarizes the existing relevant literature,including the literature on the adoption of cooperative e-commerce,the literature on cooperative governance and the literature on cooperative performance.Through the literature review,it reflects the development context and shortcomings of the existing research,and finds the research direction and entry point of this paper.Thirdly,investigate the current situation of e-commerce adopted by cooperatives.Analyze the development status of cooperatives,the development environment of e-commerce and the characteristics of e-commerce adoption from the national and provincial levels,and summarize the main problems existing in the adoption of e-commerce by cooperatives.Fourthly,build a theoretical analysis framework based on relevant theories.Firstly,based on rational behavior theory and innovation diffusion theory,integrating TAM model and toe model,aiming at the development practice of cooperatives,this paper constructs the theoretical framework of influencing factors of e-commerce adoption by cooperatives.Secondly,based on the transaction cost theory,this paper constructs the theoretical framework for cooperatives to choose the organization and management mode after adopting e-commerce.Finally,based on the value-added theory and resource dependence theory,this paper constructs the theoretical framework of resource integration and value distribution after e-commerce is adopted by cooperatives.Fifthly,based on the theoretical framework and practical situation,establish an empirical model to analyze the influencing factors of cooperative adoption of e-commerce.The adoption of e-commerce by cooperatives is jointly affected by technical factors,organizational factors and environmental factors,among which the technical factors are significantly affected by individual subjective perception.Heckman model is used to analyze the above influencing factors related to the adoption of e-commerce by cooperatives.The results show that perceived ease of use,perceived risk and organization type have a more significant impact on the adoption of e-commerce by cooperatives.Sixth,establish an empirical model of cooperative adoption of e-commerce to verify the impact of e-commerce on cooperative performance.Firstly,the cooperative performance is divided into three aspects: operating performance,income performance and governance performance.The operating performance is divided into three factors: cooperative operating income,cooperative annual profit and cooperative main product brand degree.The income performance is divided into two factors: the per capita disposable annual income of members and the increase proportion of disposable income after joining the society,The governance performance is divided into two factors: the normative degree of cooperative decision-making and the proportion of surplus returned according to transaction volume.The factor analysis method is used to obtain the measurement data of cooperative comprehensive performance,business performance,income performance and governance performance.Then we use the ESR model to make an empirical analysis on the business performance,income performance and governance performance of adopting e-commerce.The results show that the adoption of e-commerce by cooperatives can significantly improve its business performance,income performance and comprehensive performance,but it does not significantly improve its governance performance.Then it makes a heterogeneity analysis from the four levels of cooperative industry type,organization scale,chairman’s educational experience and professional experience to test the inter group differences of the impact of e-commerce adoption on cooperative performance.Finally,the intermediary effect test method is used to verify the mechanism of e-commerce affecting the performance of cooperatives,and draw the research conclusion that cooperatives improve the operation performance and income performance of cooperatives through the channel access,value-added and price improvement mechanism of e-commerce.Seventh,use typical cases to compare and analyze the impact of adopting e-commerce on the performance of cooperatives.Based on the principle of theoretical sampling,select two cooperatives that adopt e-commerce to realize the transformation of digital supply chain but have different impact effects,compare the transaction mode,resource integration degree and resource dependence between the two cooperatives and their members,reveal the mechanism of the effect of e-commerce adoption on cooperative performance,and explore the possible path of e-commerce adoption on cooperative performance improvement,It is further proposed that there are differences in the supply chain reform after the adoption of e-commerce among cooperatives with different transaction subjects and transaction objects.Cooperatives extending to the front and rear ends of the supply chain can improve their business performance and income performance,but only cooperatives closely related to the front and rear ends of the supply chain may improve their governance performance.Eighth,the main conclusions and policy implications.Through the above theoretical,empirical and case analysis,this paper summarizes the research conclusions,and puts forward corresponding policy suggestions based on the research conclusions.The first is to put forward relevant suggestions to promote the adoption of e-commerce by cooperatives from the aspects of e-commerce technology application and promotion system,cooperative talent training system and external environment guarantee system;the second is to put forward relevant suggestions to promote the improvement of cooperative operation performance,income performance and governance performance from the levels of cooperatives,farmers and government;the third is to optimize the organization mode Strengthen the ability of resource integration and cultivate the awareness of cooperation and synergy,and put forward relevant suggestions to improve the value-added and distribution of cooperatives.There may be three innovations in this paper:(1)innovation of research perspective.From the perspective of supply chain,this paper discusses the impact effect and mechanism of e-commerce adoption on the performance of cooperatives.Different from the existing research on the realization mechanism of the economic effect of e-commerce adoption from the consumer side,this paper analyzes the internal changes of e-commerce adoption on the production and operation management of cooperatives and then affects the performance of cooperatives from the supply side,which not only enriches the research perspective,It can also deeply analyze the root causes of cooperatives’ adoption of e-commerce to achieve economic performance.(2)Innovation of research content.The research on e-commerce adoption in the field of cooperative performance has not been involved.This paper uses the economic performance and governance performance composed of business performance and income performance to jointly reflect the performance level of cooperatives,constructs a theoretical analysis framework including value appreciation and value distribution,and focuses on the impact of governance performance,This paper puts forward the possible ways for cooperatives to improve governance through the adoption of e-commerce,and expands and deepens the research on cooperative performance and governance.In addition,the measurement content of cooperative performance takes into account the economic benefits and development norms of cooperatives,which is more consistent with the connotation of high-quality development of cooperatives.(3)Innovation of research methods.On the one hand,the combination of statistical analysis and case analysis is used to deepen the explanation and research depth of the impact of e-commerce adoption on cooperative performance.On the other hand,Heckman model and ESR model are selected for empirical analysis to overcome the endogenous impact of observable and unobservable variables ignored in previous studies on the model as much as possible,Ensure the scientificity and reliability of the research results. |
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